ADIDAS IS THE NEW kit manufacturer of the Swedish national football team after the Swedish Football Association (SvFF) confirmed it had entered into a long-term partnership with the German sportswear brand, effective January 1.
The sponsorship will run for six years until the end of 2018 and sees adidas replace Umbro, which previously replaced adidas in 2003.
The Swedish press is reporting that Umbro had wanted to continue as Sweden’s kit partner, while Puma and Nike were also interested in acquiring the contract, but adidas emerged victorious after agreeing a lucrative deal.
The new deal will see adidas supply kit to all Sweden’s national teams, including the men’s, women’s and junior national sides, as well as manufacturing official fan merchandise.
Adidas is the market leader in the sportswear sector in Sweden and, according to the company, the return to the Swedish national team will consolidate its position.
Similarly, the Swedish FA has identified the status of adidas in the country as a strong platform to take the national team forward.
“We are convinced that adidas is the partner that best matches the investment we are making in our team going forward,” said Mikael Santoft, Secretary General of the Swedish Football Association.
“Their market leadership in Sweden, visions around football and fantastic product portfolio makes them an ideal partner for us.”
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG